Case Study: The Gucci Scholarship

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Recommended: South Korea consumer attitude toward luxury brands

Gucci is in collaboration with “KOSAF” to conduct a scholarship program called “The Gucci Scholarship” (Gucci 2012 l). Gucci is a strong worldwide known brand which is putting importance for education related issues mostly to communicate with a specific country’s public. Gucci wants South Korean people to remember Gucci as an ambassador not only for luxury brands but also a strong collaborator who is willing to support students. Moreover, the intended message has been accepted by the South Korean public.

Non-Verbal Support
When it comes to non-verbal support for luxury brands, it is one face of their public relations. Luxury brand’s one of the main goals is to provide a non-verbal support for the brand, in order to reach the consumers beyond the words to be used describe the brands (Kapferer and Vincent 2012:271). Gucci is managing its non-verbal support via window installations, charity event, scholarship,collaboration with other brands and fashion shows.Gucci is in a collaboration to announce that the brand feeds itself for “Giannini's 2013 Cruise Collection” with an artist su...

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